ABB joins Formula E as Title Partner of electric street racing series

Ground breaking title partnership announcement

This week CSM was delighted to help announce ABB’s ground-breaking new title partnership of the electric street racing series, ABB FIA Formula E Championship E.

The exciting new multi-year partnership is a first of its kind for Formula E and the first time an FIA sanctioned single-seater championship has had a title sponsor, emphasising again the position of Formula E as a key place to be for forward-thinking brands and manufacturers. The announcement took place at the Saatchi Gallery, London to special guests and media, where Alejandro Agag, Founder & CEO of Formula E, was joined by Ulrich Spiesshofer, ABB CEO, to reveal the new brand identity and the fully-electric Formula E car with updated livery.

Formula E and ABB share the same vision of a future where electric mobility is the preferred form of transportation. Both companies are at the forefront of the Energy Revolution - Formula E with electric motorsport and the increased uptake of electric vehicles worldwide, and ABB helping its customers in utility, industry, transport and infrastructure to realise the benefits of industrial digitalisation.

The CSM team were tasked with getting over 50 journalists to attend and cover the announcement, as well as setting up interviews with Formula E CEO Alejandro Agag and ABB CEO Ulrich Spiesshofer. The news announcement generated over 110 online articles, including key international outlets The Financial Times, New York Times, Lance, Daily Mail, CNN (who broadcast live from the event), and Blick. UK print coverage was also secured in The Guardian and Evening Standard and Italian paper Gazzetta dello Sport. The ESPN interview with Alejandro, organised by CSM, has also made some waves with it being featured on the BBC's F1 gossip column!